On the agenda…

You could say 2025 went down as a something of a disappointment for Apple.

Of course, such a sentence needs taking with a pinch of salt for a company that generated revenue in the hundreds of billions of dollars and remains one of the most valuable companies in the world. There are, as ever, levels to these things.

It’s undeniable that in a year where all the major tech companies were ramping up their AI efforts in a bid to get ahead, Apple was conspicuous by its absence. The firm’s mooted Siri upgrades never came to pass and there was upheaval in its executive team as the business tried to figure out what exactly went wrong. The company enters 2026 looking to turn things around.